Building the Foundation for a Solid Web Presence

WOODY’S PREMIUM CABINETRY / CASE STUDY

SITUATION

A London, Ontario based premium cabinetry company had an outdated web presence and was looking to leverage digital marketing to increase awareness, drive sales and generate business partnerships.

SOLUTION

We designed and developed a new mobile responsive website, integrated an email marketing automation system, revamped their social media presence and established a communications strategy to organically promote their brand.

SUCCESS

84% surge in web traffic, a significant increase in inbound leads and a multi-million dollar partnership made possible as a result of our efforts.

THE OVERVIEW

Established in 2005, Woody’s Premium Cabinetry is a family run business that designs and manufactures custom luxury cabinetry for both new and existing homes. With a stunning showroom in Hyde Park that exhibits their unique designs along with a new, state of the art warehouse facility in Strathroy, Woody’s team of 32 employees continues to expand as it dominates the London and area premium cabinetry market.

THE STRATEGY

While they were dominating the local market as a supplier for 70% of the city’s luxury cabinet-making, their advertising methods were as traditional as their workmanship. Woody’s has a spectacular portfolio – we needed to find a way to showcase this online as well as they do in-store.

To make this possible we needed to do a complete rebuild of their current website which at the time was out of commision, as well as some good ol’ fashioned public relations to get the word out. Together, our expertise in web design and communications worked in tandem to build brand awareness and strategically place Woody’s at the top of search engines.

“These guys get it. They’re easy to work with, they do
what they say they’re going to do, and they’ve
become
a core part of our team.”
– Shawn Fentie, President

Design & Development

We designed a streamlined process to collaboratively create the perfect website. First, we sketched out illustrations of what the website would look like. By creating a blueprint of the site architecture, we were able to provide the Woody’s team with a visual of our ideas.

To ensure we were hitting the nail on the head, we did vigorous industry research and identified over a hundred keywords to maximize search engine optimization against competitors.

Design & Development

We designed a streamlined process to collaboratively create the perfect website. First, we sketched out illustrations of what the website would look like. By creating a blueprint of the site architecture, we were able to provide the Woody’s team with a visual of our ideas.

To ensure we were hitting the nail on the head, we did vigorous industry research and identified over a hundred keywords to maximize search engine optimization against competitors.

Call to Action

A website needs purpose. To maximize Woody’s potential in the digital space, we integrated a call to action through each page: book your design session. This transitioned the website from just being a source of information to a place where leads could be generated, nurtured and converted into sales.

Marketing Automation

The last thing we wanted to do was acquire a great lead and let it turn into deadwood. All leads – both email and phone calls – acquired through the website are monitored and tracked. By integrating an email marketing automation system with the call-to-action, we enabled Woody’s to immediately and automatically respond to customer inquiries and facilitate the lead follow-up process.

The Results

As authentic as their woodworking, Woody’s digital presence is entirely organic. This means no pay-per-click advertising. Instead of putting dollars behind digital advertising, we rolled up our sleeves and put in the same sort of hard work in spreading the message as what goes into Woody’s work. Through targeted digital marketing, 44 North has helped Woody’s achieve online visibility like never before.

“The proof is in the numbers”
– Dan Fentie, Vice President

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of website visitors are coming directly from their Google search.

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of views are from the key targeted area of Southwestern Ontario.

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Over half of visitors are interacting with the site with an average 3 pages per session.

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Website has doubled visibility on search engines.

Number one for top
keyword searches

How Did We Do It?

STORYTELLING

In the past year, Woody’s has been ranked as the only woodworking business on Canada’s Profit 500 list, received four awards from the London Home Builders’ Association and opened their new warehouse – landmark accomplishments that would have gone unnoticed without publicity.

Since partnering with us, these achievements were covered by the London Free Press, London Inc. Magazine and the Canadian News Wire along with republication by 12 leading Canadian news organizations. In addition, Woody’s hosted a wildly successful grand opening ceremony for their new facility.

Through targeted social media marketing, event planning and building connections with the city’s leading media outlets, we have helped put Woody’s on the local London map and leverage stories across both digital and modern platforms. Since the positive publicity in the past three months, there’s been an 84% surge in Woody’s website traffic.

Where we’ve been featured

THE BIGGEST WIN

The biggest win of all? Because of 44 North’s cross-functional approach to their Canada Top 500 listing, another leading luxury cabinetry business in Ontario took notice. The company extended Woody’s a multimillion dollar partnership which they gladly accepted.

“Before working with 44 North, we didn’t have a web presence and we knew this was key for us to continue expanding. The proof is in the numbers. Since getting our brand online we’ve signed a partnership that’s bigger than we could have ever imagined. Without 44 North’s digital marketing strategy, there’s no way we would be having this success on the web”
– Dan Fentie, Vice President

Website Design

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